George Hartel is the Chief Commercial officer of Supara Group, an innovative fabric technology company based in Thailand, that felt compelled to enter the US market during the pandemic. In doing so, they were able to establish a direct-to-consumer business that generated millions in sales in 3 months without a single person on the ground.

In this conversation, George takes us through the story of how Supara Group has transformed its offering, transitioned to second-generation leadership and established an innovative partnership with Crayola that allowed them to enter the US market in record time with great effect.

This progressive approach to leadership and business enabled Supara Group to punch above its weight and make a real difference when it mattered the most.